Adele-Approved Mascara Launches Stateside Tomorrow

It was hard to stop gushing over dinner with Max Leykind in London. Max, with his wife Nina, helped launch Hard Candy, the candy colored nail polish and makeup that played as much a role in my adolescence as the Spice Girls, Dawson's Creek and Freddie Prinze Jr. movies. I still have a Hard Candy ring in my jewelry box (pink, from Date Night) but the Leykinds have moved on to their next big thing: Eyeko. Technically, the couple launched the brand in 1999, but they've revamped and shifted their focus on to mascara, a move that's proved quite successful in the UK. Tomorrow, their silver tubes hit shelves stateside, inside every single Sephora.

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There are two options: Curvy and Skinny, both of which come with very different brushes and a "shield," basically a baby blue guitar pick-like thing that you place above your lashes to prevent that inevitable smudging on your eyelids. We asked Nina why mascara and she said that after "talking to top make-up artists from Polly Osmond to Liz Pugh, beauty editors, buyers and so many women, it was evident that none of them had discovered the perfect mascara. For every name dropped there was always a `but'. We've been combining the best formulations and brushes for over 10 years to create a unique mascara wardrobe that squashes those `buts'!"

As for what makes Eyeko worthy competition in a full market, their formula—with keratin, shea butter and vitamin-B—manages to give you super full lashes that don't flake off half way through the day. "I burn the candle at both ends," Nina adds. "This is my saviour, my lashes stay up longer than me!"

Apparently, Adele`s such a big fan of the brand that she skipped fake lashes in favor of multiple coats of Eyeko in her "Someone Like You" video. And if you don't remember how full they looked, click through for a reminder.